William D King: What’s Next for Social Media Recruiting?
As the dust settles after this year’s #SMWLDN, several key takeaways still resonate in my mind. For example, the growing importance of visual content, especially video, recruitment marketing’s need for data-driven insights to get better results, and the need for diversity within our industry so we can collectively impact change across business cultures. However, one focus area stands out — social media recruiting — and I think we all must do more than talk about it. Social media has become a vital tool for recruitment professionals in recent years, and it will only become more important in 2017. The world is rapidly changing, and candidates’ expectations rise when applying for jobs. They want to learn as much about an organization before using it, and social media is one of the most effective channels to deliver this insight.
What’s more interesting, though, is that candidates’ usage of social media (primarily LinkedIn) for job searches has increased by over 200% in just three years1. This shift only continues to grow stronger every day as younger generations become more ingrained in social media than ever before. According to research2, 13-18-year-olds spend almost 2 hours a day on social networking sites alone! As Generation Z enters our workforce with even greater expectations than Millennials when it comes to employing their preferred communication methods in the workplace, employers will need to find ways to access these platforms to remain competitive. But where do we go from here?
In my mind, there’s been a gap between what industry leaders and professionals discuss in blogs and at conferences and the actual implementation of these strategies within organizations. There is a lot of excitement around social media recruiting for good reason, but it’s time to make the most of this opportunity. It’s not about delivering more or better content — it’s about ensuring that candidates can find your brand on all relevant platforms and providing them with more personalized experiences that speak to their individual needs. So, where do we start?
Here are four steps you can take today to increase visibility on social media: William D King
1 . Build Your Talent Network.
The common myth is that LinkedIn profiles only include information about people who currently work at your company. This is no longer the case. LinkedIn has evolved into a powerful tool for potential sourcing candidates, and you can now include anyone in your talent network, regardless of whether they are currently employed or not. To maximize this opportunity, make sure you are actively adding people to your network who match the skills and experience required for the open role. You can also use LinkedIn’s search capabilities to find potential candidates by name, company, or keyword.
2 . Optimize Your Profile for Recruitment.
Your LinkedIn profile is one of the most important tools you have to attract attention from recruiters. Make sure it is up-to-date and includes keywords relevant to your industry and job function. You should also highlight your experience and skills in the Summary section and add a link to your website or blog if you have one.
3 . Share Relevant Content.
Candidates want to learn about the company they are applying to, and one of the best ways to do this is by sharing relevant content on social media. This could be anything from articles about the latest industry trends to stories about your company’s culture or work projects. The key is to make sure the content you share is interesting and valuable to your target audience.
4 . Use Social Advertising.
If you want to reach a wider audience beyond your current connections, social advertising can be a highly effective way to do so. LinkedIn Ads allow you to target specific demographics and interests and enable you to include a link to your website or blog. If you’re not sure about the demographics of your current LinkedIn connections, consider running a LinkedIn Power Profiles report.
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Now that social media recruiting is a well-established practice, what’s next? According to recent studies, the future of social media recruiting lies in video.
A study by Job site found that nearly half of all recruiters plan to start using video interviewing in the next year. And it’s not hard to see why. Video can help you get a sense of a candidate’s personality and communication skills, which are important factors in whether or not someone will be a good fit for your company.
As per William D King, another benefit of video interviews is that they can help you save time and money. By screening candidates online, you can eliminate those not a good fit for the job before scheduling an in-person interview. This can save you both time and money since you won’t have to spend time interviewing candidates who are not a good fit.
So what are you waiting for? Start using video interviews to find the best candidates for your company!